Electronic Greeting Cards (“E-cards”) are a by-product of the explosion in electronic technology. E-mail and social networking enhance communication with friends and family and expand relationships. Surprisingly, however, growth of technology has actually increased traditional greeting card sales. Experts surmise that technology provides the connection, but traditional greeting cards strengthen the emotional relationship.
Greeting Card History
The custom of giving cards is traced back to the Chinese who wished good will for the New Year and the Egyptians who scripted on papyrus scrolls. During the1400s, greeting cards were exchanged in Europe with Valentine and New Year’s wishes.
According to the Greeting Card Association, Louis Prang a German immigrant, is credited with starting the greeting card industry in America. Mr. Prang started a small lithographic business near Boston in 1856 where he perfected the color lithographic process. In the early 1870s he began publishing and distributing Christmas cards to England and in 1875 introduced his card line to the American Public.
The humorous "Studio Card" appeared in the 1950s, becoming a staple in the business. Alternative or “non-occasion” cards made their debut in the 1980s.
Personalized Photocards and E-cards arrived late 1990s, providing new opportunity for traditional and electronic publishers alike.
Greeting Card Statistics
The Greeting Card Association states that U.S. consumers purchase approximately 7 Billion greeting cards, generating $7.5 Billion in retail sales. They provide additional annual details:
- Women purchase 80% of all greeting cards
- Men spend more on a single card than women
- Average retail greeting cards range from $2.00 to $4.00 (specialty cards higher)
- The average person receives 20 cards
- 90% of American households purchase greeting cards
- The average household buys 30 cards
Red River Paper estimates the average cost of a printed inkjet greeting card under $1.00, with the most expensive option $1.25. This includes paper, ink and envelope. So, using these statistics, the difference between the high-end of average retail greeting cards ($4) and a computer printed inkjet printed cards ($1.25), a savings of $2.75 per card is possible, with annual savings of $19.25 Billion if all cards were inkjet cards.
Photo Cards and E-Cards
American Greetings is one of the largest greeting card publishers, their biggest competitor Hallmark Cards. American Greetings’ 2008 Annual report outlines their entry into the online photo sharing and personal publishing business through acquisition of Webshots and PhotoWorks, which they recognize as a “highly competitive and emerging market.” They state, “The introduction of digital services and products that use technologies could render existing services and products obsolete.”
There are numerous E-Card sites. Some offer one free month with annual fees, others are “free” for a portion of their cards, but require membership to expand the selection.
- American Greetings – 1 month free, $15.99 annual membership
- Blue Mountain – 1 month free, $29.99 annual membership
- E-cards – Free, with $12.00 annual fee for expanded features
- My Fun Cards – Free – (Toolbar install required)
- 123 Greetings – Free
- Smilebox – Free (Proprietory Software download required)
- E-Greetings – Free
- Dayspring – Free (Christian messages)
Most sites require registration and a download of Adobe Flash or Java Shockwave for animated cards.
E-Card Phishing
The Greeting Card Industry and FBI warn of E-Card phishing scams, with legitimate-looking emails claiming to contain an e-card from a generic “friend” or “classmate”. When clicked, the link can introduce a computer virus. If a suspicious e-card is received, they advise going directly to the publisher’s website pickup area. If retrieval is incomplete, that email is likely a scam and should be deleted. A complaint can be filed with the FBI’s Internet Crime Complaint Center at www.ic3.gov.
Website References:
Red River Paper
Greeting Card Association
American Greetings Corporate Website
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